Reumo
The increase in organic consumption and the movement towards (re) localization or shortening of food supply chains have been representative. This type of production explicitly challenges the model of industrial agriculture and global food transport incorporated in the consumption of conventional foods distributed by large supermarket chains and restaurants (Aertsens, 2009). In order to explore this shift of food relation, this article explores how organic production adds value to the consumers in a short food chain in South Brazil. For this purpose, this paper is based on a case study of one of the companies that belong to Via Orgânica, the Mariani Family. The data were collected with in-deep interviews with the managers of the organization, and the analysis was made using the content analysis technique. It is noteworthy that three forms were observed in the case of the Mariani Family: (1) political power of the consumer in food; (2) recovery of confidence in agri-food production; (3) food as medicine. Thus, this article highlights the importance of shortening of the distance between producers and consumers, which generates a relationship of knowledge exchange and trust. This connection teaches the consumer to value and share eating habits giving preference to healthy products and food without pesticides, with quality, cultural origin and fair prices for both parties.